If They Don’t Get It, They Don’t Buy It...

By Lee Alexander

Hope you've had a great week, this weeks edition is short but hopefully still as useful! I just wanted to put something out there that I strongly believe in.

Essentially, if your business isn’t growing the way you’d hoped then the answer might not be “more marketing.”

It might be this:

People don’t understand what you do, why it matters, or why they should care.

And if they don’t get it, they don’t buy it. Simple as that.

Marketing Isn’t Magic. Messaging Is the Key.

You can run ads, post reels, build email funnels. But none of it works if your message doesn’t land.

Messaging is what bridges the gap between you and your audience.

It answers the real-world question every potential customer is silently asking:

“Is this for me and why should I care right now?”

Why So Many Guitar Brands Miss the Mark

In our world where passion runs deep and product knowledge runs even deeper messaging often falls into one of these traps:

🎯 Too close to the gear. You’re in love with the neck profile. They’re wondering if this is finally the guitar that’ll give them the tone in their head.

📣 Too loud, too vague. You’ve seen the overhyped ads: “Game-changing tone!” Cool. What does that actually mean?

🧩 Too complicated. Specs, specs, specs. But no story. No simplicity. No clarity.

So What Does Good Messaging Look Like?

✅ Obvious – If you need to explain it twice, it’s too complicated. 

✅ Relevant – It speaks to their wants, not just your features. 

✅ Sticky – They remember it, even after scrolling past.

And here's a trick most ignore:

Say the same thing more than once in as many different ways as you can. 

Brands that win don’t chase shiny things. They get known for doing something specific really well and then they keep doing it and they clearly tell people thats what they do. No brand excluding perhaps the mighty Fender can do it all, that makes me think actually, how are the recently released hand-wired Gibson amps doing? 🙄

Calm Beats Loud

You don’t need to shout to stand out. You don’t need to sound like every other brand with their glassy cleans and crushing gain tones. 🥱

Some of the most powerful messages come with quiet confidence.

No gimmicks. No fireworks. Just a clear promise delivered with conviction.

🎯 Weekend Prompt

Look at your homepage, your bio, your last few posts.

Would a stranger immediately understand what you sell, who it’s for, and why it’s worth their time?

If so great!

If not, fix the message before you fix the marketing.

Have a great weekend! 😎